A new study's revealed the people of Japan regard Kiwis as unsophisticated, unworldy and rugged.

It's found Japanese people are less excited by relations with New Zealanders than with Chinese and Americans.

Japan New Zealand business council spokeswoman, Annette Azuma told Mike Hosking many Japanese people still see New Zealand as isolated and agrarian.

She said this hampers business relations, but said it can change.

"It should not be perceived as negative, it should be perceived as a good starting to point to get Japan to know New Zealand better."

LISTEN ABOVE AS ANNETTE AZUMA SPEAKS WITH MIKE HOSKING